sportFACHHANDEL fashion_09_2016

Powderhorn with a ski suit of the
special edition series.
Slim silhouette,
subdued colors,
feminine cut –
a ski jacket of
Mountain Force.
customers and retailers. The topics urban
style and heritage are the latest trend these
days. ‘Since more and more people live in
urban areas, urban lifestyle is increasingly
significant for us. However, the demand for
sustainable products is constantly growing
as well, but we hope that this is not just
a short-lived trend,’ says Mia Grankvist,
member of the PR & Communication team
at Houdini. ‘Quite a lot of the styles are
Stefan Ritschel, member of the Schöffel very functional, but as well urban, above all,
marketing team, explains, ‘Functional
regarding the design, according to Houdini.‘
apparel is always sportswear, this means “Born to be wild” is the motto of the Jack
clothes for various athletic activities which Wolfskin Heritage Line. For the first time
need the different, adequate functions. in the 35 years history of the company,
Furthermore, for Schöffel as producer of the outdoor producer presents a separate,
ski and outdoor wear, functional apparel is highly specific product range. It includes
also suitable for daily use, this means the cool parkas in casual design, robust day
customer can wear it on a hiking tour but as packs and rucksacks. Jan Erik van Dijk,
well on his way to the office, while strolling Director Global Brand Marketing, points
through the city or while travelling.’
out, ‘The exclusive Heritage Collection
comprises classic models combined
Urban & Heritage. Apart from classic ski with state-of-the-art innovations and
and outdoor collections, more and more technologies.’ The winter collection of
brands offer a separate lifestyle line. If they Peak Performance Urban offers styles well
intend to establish a second mainstay for suited for the city. The models are made for
mild winters, remains to be seen. In any trendy people who have an active lifestyle
case, the new lines cover the demand and and appreciate modern design. ‘This year,
take account of the different preferences of we offer a broad selection of jackets, tops
and trousers for various occasions from
mild autumn weather to icy winter days.
One of my favourite jackets this season
is the Jackson. It comes with special
sanforized fibres providing natural water
protection,’ says Sofia Gromark Norinder,
Head of Casual Design.
With its Urban Life line, even the
specialised mountain sports brand Vaude
offers an interpretation of the topic
urban chic in mix with function. Not only
employees of the company consider this
as the right approach. Maria Auburger
manages the internal sales and has
discovered a new favourite, despite of a
well-filled wardrobe. ‘There are times when
you don’t want to look like a mountain
athlete. The ‘Västeras‘ is a fashionable
wool coat which I enjoy very much. It is
functional yet elegant. It is something
special, it is sustainable and very versatile.
You want to wear it all the time,’ she tells
us.
The French brand
High Society is
specialized on the
premium segment.
‘Materials, lining, wearing comfort and a functional, sporty
look are in the centre of attention. These are also the main
criteria for the customers when buying ski fashion. At present,
you can’t find this look on the streets. Trendy or functional midlayers,
however, are often used in day-to-day life. This is such a
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sportFACHHANDEL
FASHION • 09/2016
case where ski lifestyle comes in contact with everyday life.’
Jörg Aumüller, Country Manager Helly Hansen